10 Things to Expect at Apple’s 2013 iPad Event

Phil Schiller's shirt might be the most perplexing item on the list.

  • Share
  • Read Later

Tim Cook introduces the third-generation iPad in March 2012


Despite Tim Cook’s promise to “double down on secrecy,” there isn’t much mystery leading up to Apple’s 2013 iPad event. That’s why we even feel comfortable calling it the “iPad event,” despite the fact that Apple hasn’t said what press conference will be about. We might see some Mac or Apple TV–related news, but Apple’s tablet line will likely be the star of the show.

Apple’s announcements will begin at 10 a.m. P.T. (1 p.m. E.T.), and my colleagues Harry McCracken and Doug Aamoth will have live coverage. Until then, here’s some some rumors and speculation to snack on:

1. The iPad 5 will probably look different
The last time Apple changed the design of the iPad, for the third-generation model, it actually gained weight and thickness to make room for the Retina Display. Now it’s time for Apple to swing back the other way. For months, rumors have hinted at a thinner and lighter iPad 5, with narrower bezels that bring the design in line with Apple’s iPad Mini. Exact specs are harder to come by, but we’d expect to see Apple move to a 64-bit processor like the one inside the iPhone 5s.

2. The iPad Mini will probably have a Retina Display
This game of “will it or won’t it” has been going on since the first iPad Mini debuted a year ago, but it’s looking pretty likely with the Wall Street Journal reporting that a Retina Display iPad Mini is coming this year. If Apple can pull it off without adding weight or thickness, it’ll have a killer product for the small-tablet crowd.

3. There’s a tiny chance an Apple keyboard cover would stick it to Microsoft
On Twitter, some Apple watchers have been speculating about whether Apple might build a keyboard into the iPad’s Smart Cover accessories. Keyboards are already popular accessories for the iPad, and an integrated cover would be a nice way to stick it to Microsoft and its Surface tablets. What are the chances? A former Apple employee claims that the company has at least prototyped the idea, and the tagline for the event (“We still have a lot to cover”) lends a bit of intrigue.

4. The fingerprint sensor might pop up again
While Apple’s Touch ID fingerprint sensor might make sense on the next-generation iPad, rumors conflict on whether it’s going to happen this year. Reputable Apple analyst Ming-Chi Kuo says Touch ID is not coming to either the full-size iPad or the iPad Mini, but a couple of shady product shots from Ctechcn and 2014 News show Touch ID on the larger iPad. I think it makes sense for Apple to include Touch ID on its high-end iPad, especially as a selling point for businesses, but we’ll have to see.

5. New MacBook Pros will almost certainly make an appearance
Apple’s MacBook Airs have already been updated with the latest Intel processors, but the MacBook Pro line is still using 2012 chips. An update seems likely, considering the huge battery life gains that Intel’s 4th-generation Core processors provide.

6. We’ll probably get a release date for OS X Mavericks and that cylindrical Mac Pro
During the summer, Apple announced the next version of OS X, called Mavericks, along with a new tube-shaped Mac Pro, but the company didn’t announce specific release dates. Just speculating here, but I bet Apple will have a Mac-focused part of its keynote that talks about the MacBook Pro, Mac Pro and OS X Mavericks.

7. Apple might leave its iPods alone
Shortly after Apple’s iPhone event last month, the company added a “space gray” color option to its iPod Touch, Nano and Shuffle line. This could be a hint that we won’t see any further changes to the iPod line this year. Apple revamped the iPod Touch and iPod Nano last year, and these products no longer appear to be on a yearly cycle.

8. Apple won’t talk about the iPod Classic, if it even survives
The iPod Classic is Apple’s most curious product. It’s had the same design since 2007, and hasn’t been upgraded in any way since 2009, when Apple crammed in 160 GB of storage. Every year, someone predicts that the iPod Classic will finally die, and every year, Apple keeps on selling it for an increasingly ridiculous $249. Will this year be different? Who knows, but we can at least assume Apple will keep treating the Classic like the black sheep of the family.

9. A new Apple TV might not be ready yet
Last month, the well-connected MG Siegler hinted at some kind of big Apple TV hardware refresh coming in October. Now he says this device — one with “some sort of newfangled control system” — is not ready yet, but we might still see an updated device with better specs. I’m still hoping for an Apple TV that plays games, using the new controller support in iOS 7, but it’s unclear whether that’ll happen soon.


AFP / Getty Images, Bloomberg / Getty Images

10. Phil Schiller might tuck in his shirt
As noted by my editor Doug Aamoth, one thing you can always count on is Phil Schiller, Apple’s senior vice president of worldwide marketing, wearing a button-down in the blue-green-gray-tan spectrum. But I’m still trying to figure out what determines whether he tucks the shirt in or not. Here’s a running tally for the last couple of years:

Untucked: June 2012, September 2012, June 2013, September 2013

Tucked: June 2011, October 2011, January 2012, March 2012, October 2012

If it weren’t for June 2011, I’d have a theory about seasonality, as he seems to favor the no-tuck during those warmer late-spring and early-fall events. Maybe it was unseasonably cold out that one day. Someone (not me) should look into the historical weather data. Anyway, I’m betting on tucked this time, but maybe he’ll throw us a curveball and go for an unprecedented three untucks in a row.


Gee isn't all t his propaganda and passion exciting?  How about the BS of what's happened since innocents like me with out IPhones were directed to "update" our systems a few week ago only to have them really screwed up?  Nice people from Apple have been trying to help, but....

In other words, if they want us to update, the glitches are worse than that claimed for Affordable Care!!


For the last 500 or so reports on Apple, only mine suggested to buy Apple at $390.50 (the price as of the writing) with high score and documented in my book Scoring Stocks (from amazon). It is far more convincing than most Nobel Prize winners by winning the prize by luck (at least one winner with thousands of monkeys banging on the keyboard).


I really think they are doing an iPadMiniC like the iPhoneC.  That is a lot more to cover.


Sony, Samsung and LG have put Quantum Dot Film underneath their LCD to increase the color gamut on their latest tablets while Apple still uses cheap display made by AU Optronics and charging people a premium price for it



So, it looks like Incremental Innovation has become the modus operandi at Apple.  Add a 4th re-worked iPad to the mix, and all you get is a widespread feeling of 'BFD' from the average consumer.


Apple's mobile devices are starting to become stuck in the same situation that plagued Microsoft about ten years ago: they have to continue to support the legacy devices while continuing to evolve the new ones in order remain competitive.  In the case of Microsoft, they had DOS and early Windows applications, and in the case of Apple, it is the prison of their designs and closed ecosystem.  We saw what has happened to Microsoft -- decreasing relevancy and dropping market share, and it will be interesting to see if Apple can do the same.


They forgot number 11: Severe investor disappointment for a clear and total lack of "innovation" again.


@CharlesBoyer I think you're seeing this from a head to head point of view.  Microsoft isn't losing market share because of SUPPORTING legacy devices.  They're losing it because they're ABANDONING it.

I wrote a post about it the other day that explains why Windows 7 will almost certainly be the last widely used version of Windows out of Microsoft.  It goes into the details about the perfect storm of corporate destruction they sowed by trying to change their focus to an "ecosystem"  like Apple's.

If you're relating this to tablets, tablets are toys.  Only end-user ignorance drives their sales.  Once the obvious dawns on the people who buy them and they finally realize that it's so limited just because of its shape, they'll come back to laptops or desktops - assuming something more functional doesn't come along.

As for Apple, you're looking at an entirely different customer base.  Apple is draconian enough to cut off legacy support.  At least under Jobs, they would.  They'll tell their customers that they did it to provide an optimum "experience" for everyone.  That's their usual spin and how they market their devices.  The thing is, they CAN get away with that because they have no credible presence in Enterprise where doing such would kill their company like Microsoft is experiencing now when it forgot that little point in their history.

So your point would be much more valid if they were both competing for the same new customers AND had the same old ones and if their major source of revenue was derived the same ways.  It's rather more nuanced than that.


@DeweySayenoff For a company abandoning the desktop and its underlying OS, Microsoft certainly is evangelizing the benefits of Win8 to their core corporate customers.  And they are spending millions advertising it to consumers, hardly a sign of abandonment in that marketplace.

Speaking of "nuance:" as for tablets being "toys" -- that statement is ridiculous on its face.  Are they generally less powerful and come with a subset of applications that a fully-featured personal computer offers?  Yes.  But those "toys" are extremely popular in the corporate world with people who want to communicate, create and review real work.  They don't necessarily want or need the power of a desktop in a fondle-slab, nor is it necessary.  That is a place Apple has excelled -- giving them a device that does just that in the form of the iPad and the iPhone -- giving them a notable presence in the enterprise that cannot be denied.

Finally, about Apple being "draconian enough" to "cut off legacy support" -- that is an odd statement considering how long they supported legacy Mac OS applications once OS/X was released.  Anyone with much familiarity with Apple would easily remember that...but a Microsoft bigot would not.